Cultural Differences in the Role of Perceived Descriptive Norms in Behavioral Intentions

Abstract

This study used construal level theory (CLT) and focused theory of normative conduct (FTNC) to examine the role of perceived descriptive norms in Koreans' and Americans' future behavior intentions. Based on CLT, the study predicted that the relationship between perceived descriptive norms and intentions to donate blood would be greater for the distant than for the near future among Koreans. A research question was proposed to examine whether the relationship between perceived descriptive norms and intentions to donate blood would differ between the distant and the near future among Americans. As predicted, perceived descriptive norms were significantly related to a distant-future donation intention (e.g., one year and no time frames) for Koreans but not for Americans. In addition, the near future versus the distant future specification did not affect the relationship between perceived descriptive norms and intentions to donate blood among Americans. © 2014 Eastern Communication Association.